Getting your story right | Digital conference | 27 October 2016
-
Upload
charitycomms -
Category
Government & Nonprofit
-
view
671 -
download
0
Transcript of Getting your story right | Digital conference | 27 October 2016
![Page 1: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/1.jpg)
GETTING YOUR
STORY RIGHT
@oli lewington
![Page 2: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/2.jpg)
Creating seamless cross-channel
experiences requires compelling
storytelling above all else.
![Page 3: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/3.jpg)
[MIXING BOARD]
![Page 4: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/4.jpg)
[MULTI-OMNI-CROSS TEXT ART IMAGE]
![Page 5: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/5.jpg)
[Big data image – Matrix code]
Data is all well and good,
but it has to be guided by story
![Page 6: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/6.jpg)
[new baby (heel prick?)]
![Page 7: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/7.jpg)
[technology image]
![Page 8: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/8.jpg)
[tools image]
Technology is the set
of tools you use to
guide your supporters
through your story.
![Page 9: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/9.jpg)
Driven by story
![Page 10: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/10.jpg)
[“emotional storytelling” images]
Guy Kawasaki enchantment quote
Successful cross-
channel
experiences stem
from compelling,
emotive stories.
![Page 11: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/11.jpg)
[puzzle or “bang” image]
![Page 12: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/12.jpg)
CONSISTENT
![Page 13: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/13.jpg)
SEAMLESS
![Page 14: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/14.jpg)
AVAILABLE
![Page 15: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/15.jpg)
CONTEXTUAL
![Page 16: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/16.jpg)
[consistent pattern image]
Marketing is like
a meringue.
![Page 17: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/17.jpg)
One size doesn’t fit
all in marketing or
storytelling.
![Page 18: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/18.jpg)
[bundle of string image]
![Page 19: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/19.jpg)
![Page 20: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/20.jpg)
![Page 21: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/21.jpg)
[globe image]The challenge
for charities is
creating the
right world to
tell our stories.
![Page 22: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/22.jpg)
[charity water screen grab]
![Page 23: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/23.jpg)
![Page 24: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/24.jpg)
[train commute image]Seamlessness is
about more than just
being able to
complete a
purchase between
mobile and desktop.
![Page 25: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/25.jpg)
[train commute image]Seamlessness is about
creating a smooth
journey across your
channels.
![Page 26: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/26.jpg)
![Page 27: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/27.jpg)
[hurricane Matthew image]
![Page 28: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/28.jpg)
![Page 29: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/29.jpg)
![Page 30: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/30.jpg)
![Page 31: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/31.jpg)
![Page 32: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/32.jpg)
![Page 33: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/33.jpg)
[multi-screen TV centre image]
![Page 34: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/34.jpg)
[audience image]Your audience
always dictates the
best platforms and
channels to use.
![Page 35: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/35.jpg)
![Page 36: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/36.jpg)
[crown and sceptre image]To have impact,
your story must be
in the right context.
![Page 37: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/37.jpg)
[journey/map image]
![Page 38: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/38.jpg)
[bereavement image]
![Page 39: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/39.jpg)
Putting it into action
![Page 40: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/40.jpg)
UNDERSTANDING YOUR
CUSTOMER JOURNEY
![Page 41: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/41.jpg)
PICKING YOUR CHANNELS
![Page 42: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/42.jpg)
CRAFTING YOUR STORY
![Page 43: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/43.jpg)
COLLECTING AND USING DATA
![Page 44: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/44.jpg)
J.F.D.I.
![Page 45: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/45.jpg)
Understanding
your supporter’s
unique journey to
you and with you is
critical to telling
the right story
![Page 46: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/46.jpg)
![Page 47: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/47.jpg)
![Page 48: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/48.jpg)
[pick your channels]
![Page 49: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/49.jpg)
Craft your (compelling) storyA great story is
clear, concise
and compelling
![Page 50: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/50.jpg)
[data image]Only measure what you can action.
![Page 51: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/51.jpg)
![Page 52: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/52.jpg)
UST
![Page 53: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/53.jpg)
UST UCKING
![Page 54: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/54.jpg)
UST UCKING O
![Page 55: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/55.jpg)
UST UCKING O T
![Page 56: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/56.jpg)
UST UCKING O T
![Page 57: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/57.jpg)
![Page 58: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/58.jpg)
![Page 59: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/59.jpg)
JFDI
It doesn’t take a huge investment and infinite resources to tell stories
well
Yes, the more resources you have the more diverse you can be
across media etc, but…
![Page 60: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/60.jpg)
GETTING YOUR
STORY RIGHT
@oli lewington
![Page 61: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/61.jpg)
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
![Page 62: Getting your story right | Digital conference | 27 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022030306/586fb3ae1a28abe57d8b6d8f/html5/thumbnails/62.jpg)
27 October 2016
London
#charitydigital
Digital
conference